The trick to conducting any type of research is to gain only valuable information. In the case of online surveying, your collected data should allow you to take action on a particular problem or opportunity facing your organization. This is why it is essential to create research objectives before you jump into your survey design ! Research objectives identify exactly what you are trying to discover in order to make educated decisions on the issues facing your organization. For example, let’s say a website wanted to collect visitor feedback. They could divide their research objectives based different aspects of their site, like navigation, quality of information, and aesthetics. With properly defined research objectives you’ll be able to create a questionnaire that provides relevant insights that give a clear direction towards action. For more information on how to create research objective, check out our blog “ Creating the Correct List of Questions for a Survey .”
The mean and median can only be used with numerical data. The mode can be used with both numerical and nominal data , or data in the form of names or labels. Eye color, gender, and hair color are all examples of nominal data. The mean is the preferred measure of central tendency since it considers all of the numbers in a data set; however, the mean is extremely sensitive to outliers , or extreme values that are much higher or lower than the rest of the values in a data set. The median is preferred in cases where there are outliers, since the median only considers the middle values.